Digital Agency Case Study – Bodyscience
Body Science International (BSc) are an Australian owned and Australian manufactured sports nutrition company with strong ideals. Everything they do bears the imprint of their values and philosophy. They believe in the best, and in making you be your best through ethical health supplements and innovative compression wear.
While looking to appoint a new digital agency BSc approached Sydney Digital Marketing in August 2014 to support the launch of their new website and e-commerce platform with the ultimate goal of driving brand awareness and online sales.
The Strategy
With the campaign objective of increasing BSc’s online footprint and transactions through their e-commerce website, Sydney Digital Marketing recommended a complement of digital platforms across Google, Facebook and YouTube.
BSc already had a strong social media presence across the major networks in Facebook, Twitter and Instagram however frequency of quality content across YouTube needed some improvement.
The campaign we recommended for Body Science included Google Adwords, Display & Remarketing as well as Facebook ads with the key goal to drive traffic to their ecommerce website.
The campaign took place during the launch of BSc’s new Athlete Series & Body For Women nutritional ranges. Both these collections we’re unique to the local market place with the Athlete Series brand being the first Australian sports nutrition range to receive the world-renowned and AIS approved “Informed-Sport” certification. Whilst the super-food enriched & 100% gluten free Body For Women range was developed in partnership with Australia’s leading sports dietician – Susie Burrell.
Both the health supplement and weight loss categories are very competitive with regards to Pay-Per-Click bidding through Google Adwords. Sydney Digital Marketing used a mixture of SEO optimised keyword terms from BSc’s website and long-tail matches to build a strategic advertising campaign. The display & remarketing campaign was built within the Google Display Network and targeted industry relevant websites, interests and topics to maximise high click-thru rates. Every visitor to the BSc website was remarketed to across both the Google Display Network and Facebook with a unique call-to-action or offer to drive conversions.
Our Facebook ads campaign was tailored towards two different genders to support the nutritional ranges listed above. Key demographic & interest targeting was applied to ensure we achieved relevancy and maximise clicks to websites. As an agency we were measured by clicks (engagement) and not impressions therefore our targeting metrics were vital for campaign success.
The Results
Google AdWords illustrates that since the campaign commenced in August 2014, Sydney Digital Marketing have sent over 18,000 qualified clicks to website with an average cost-per-click of just over a dollar. During this 3-month campaign period we increased BSc’s ecommerce conversion rate & average over value by over 25% whilst page views from Google & Facebook referrals were up dramatically.
Although Google Display and Facebook Ads provided massive reach, 80% of all transactions came from Keyword Search Terms. Mobile and Tablet provided over 50% of all traffic to the website but only 15% of total sales as these mediums were predominately used in the research phase of purchasing.
Facebook insights show that we sent over 5,500 clicks to website during the campaign period with an average CPC of less than $0.60. Total number of transactions was not as high as Google however our advertisements were seen over 1.3 million times which helped drive brand awareness and growth in key metrics such as total sessions & page views.
BSc supported our campaign organically with regular social media posts across the Facebook, Twitter and Instagram networks. Key ambassador seeding and promo code allocations provided additional brand awareness and referral traffic to the BSc website.
Key Learning’s
At Sydney Digital Marketing we believe that no campaign should utilise just one platform. Understanding the client’s objectives and target audience is key to deciding which digital or social network will best achieve the results required. All campaigns should be measurable and accountable otherwise we’re not doing our job as an award-winning agency.
Through the integration of both Facebook and the Google Display Network we have been able to deliver over 25,000+ clicks to the BSc website with an affordable & manageable budget for any company.
As we say with all clients, it takes 3 months to build the perfect formula and optimise a campaign to its full potential. This was no different with Body Science. As we moved into months 2 & 3, BSc noticed a huge increase in conversions as we refined our search terms and increased our investment into best performing ad groups.
Display banners provided huge brand reach but only averaged 0.40% CTR – which by the way is still 4 times the industry norm. Both Display & FB remarketing through IP tagging was key to driving additional revenue as we know the customer has shown interest in the brand however needed some extra persuasion i.e. free-shipping, members discount, competition etc.
In 2015 we plan on activating a YouTube advertising campaign for BSc, as we believe this platform would resonate with their target audience (18 – 29 years old) whilst also building social currency.
In summary, paid digital media is an extremely powerful tool for any brand wanting to reach their target audience. The ability to identify your consumer and provide relevant content when & where he/she wants it is key to driving engagement with your brands product or service.
As a leading digital agency we understand better than anyone the role social media has in building a loyal community for your brand. And we also know that Facebook and friends are making it extremely difficult to be heard unless you invest into paid advertising across their networks… Therefore if you want to break through the clutter and #beseenin2015 please do not hesitate to contact us for a FREE no obligation digital health check valued at $499.
Sydney Digital Marketing, a leading Sydney Digital Agency are a Google Certified Partner and specialise in Search & Social media advertising and management. For your FREE digital health check please click HERE. Otherwise please follow us on Facebook for the latest updates and trends in the Digital Marketing world. #BeSeenIn2015
The post Digital Agency Case Study – Bodyscience appeared first on Sydney Digital Marketing Agency.